When you think of cool, calm and collected young mothers with a penchant for hip new beauty products, what comes to mind? Is it the image of a mom touting a cigarette carton full of lipsticks per chance? What do you mean, no?

Lime Crime, the controversial beauty brand known for suing bloggers who give negative reviews and for releasing products with culturally insensitive names like “China Doll,” seems to think that’s the epitome of what a cool mom is. That’s why in their latest product release they’ve packaged lipsticks in a cigarette carton container and said it’s all in a bid to appeal to mothers.

M$LF, or Moms I’d Like to Follow is coming soon as part of the brand’s Mother’s Day collection. It comes with four shades like “Cougar” and “Stacey’s Mom” and retails for $80 U.S. online. The fact that the carton looks like a pack of cigarettes is no accident either, in case you were wondering.

Iconic pop-culture packaging, huh? Well, that’s certainly one way to look at it.

Lime’s CEO Doe Deere is quoted on the page too, defending the design decision by basically making us feel like all cool moms smoke. Or should. Or… something like that, we’re still wrapping our heads around it to be honest.

“Many of our Instagram fans are young moms. I admire these women because they manage to be dedicated mothers and still slay their makeup!,” she writes, referring to the brand’s 2.9 million followers. “This collection celebrates all women and empowers them to be their most confident, bad-ass selves. These are the moms I’d like to follow!”

Okay so we’re constantly impressed by the moms who manage to do all of that too. It’s hard work to take care of a tiny little human, and we often forget to take care of ourselves in the process, it’s true. But still, what does that have to do with smoking?

Forget the zillions of reasons not to promote cigarettes and glamorize smoking; it all comes down to what they taught us in high school: all the cool moms are doing it. Or so implies the company.